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论文编号：	14303
作者编号：	2320213734
上传时间：	2023/12/11 16:54:55
中文题目：	蒙乌牌水泵市场营销策略研究
英文题目：	Marketing Strategy Research of MengWu Water Pump
指导老师：	张永强
中文关键字：	蒙乌牌水泵;营销策略;工业品营销
英文关键字：	Mengwu water pump;Marketing strategy;Industrial product marketing
中文摘要：	摘要 “十四五”期间，我国在深入实施制造强国战略中提到，要加强产业基础能力建设，实施产业基础再造工程，加快补齐基础零部件及元器件、基础软件、基础材料、基础工艺和产业技术基础等瓶颈短板。同时提升产业链供应链现代化水平，深入实施智能制造和绿色制造工程，发展服务型制造新模式，推动制造业向高端化智能化绿色化发展。水泵作为通用机械制造业的重要产品，是推动制造业优化升级，实现制造强国战略的重要组成部分。 水泵在我国农业灌溉、工业生产、城市及基础设施建设领域发挥着重要的作用。随着我国农村经济快速发展，农业机械化程度提升，我国农业生产灌溉用水和排水需求也持续高速增长。在采矿、石油、化工等工业生产中，对水泵的供排水能力也极为依赖。市政及基础设施领域也需要大量的自动给排水设备、冷凝水泵、循环水泵等产品，保障城市居民用水排水需求。此外，水泵产品在加强水源涵养区保护修复，加大重点河湖保护，调节地域水资源配置等生态环境治理方面，也发挥着积极的作用。这些都为水泵市场的发展带来了良好的契机。 内蒙古蒙乌泵业有限公司有着60多年的发展历史，是潜水电泵国家重点生产企业，也是西北地区各种泵类产品和给水设备的重要生产基地。公司蒙乌牌水泵类产品具有40多年的生产历史，2000年以来多次获内蒙古科技进步奖、内蒙古著名商标、内蒙古名牌产品、国家重点新产品等荣誉，企业拥有多项国家专利，是全国潜水电泵行业先进企业。然而，在水泵行业蓬勃发展的背景下，蒙乌牌水泵却面临着产品利润不高、行业低价竞争等问题。这严重影响了蒙乌牌水泵扩大市场份额，巩固优势地位的营销目标。 本文重点研究了蒙乌牌水泵所面临的内外部营销环境分析，结合蒙乌牌水泵在行业中的优劣势，针对蒙乌牌水泵存在的市场营销问题，以战略营销理论为指导，精准选择目标市场和市场定位，并从市场营销组合策略的视角，制定行之有效的营销策略和实施保障措施，帮助企业挖掘新客户，留住老客户，提高销售利润，进而提高蒙乌牌水泵产品的市场竞争力。同时，由于水泵属于一般工业品，希望本研究成果对我国工业品企业的市场营销实践也有一定的借鉴意义。 关键词：蒙乌牌水泵，营销策略，工业品营销
英文摘要：	Abstract During the "14th Five-Year Plan" period, China mentioned in its in-depth implementation of the strategy of manufacturing a strong country that it will strengthen the construction of industrial basic capabilities, implement industrial basic reengineering projects, and accelerate the replenishment of basic parts and components, basic software, basic materials, basic processes and Bottlenecks and shortcomings such as industrial technology foundation. At the same time, we will improve the modernization level of the industrial chain and supply chain, deeply implement intelligent manufacturing and green manufacturing projects, develop new service-oriented manufacturing models, and promote the development of manufacturing industry towards high-end, intelligent and green development. As an important product of the general machinery manufacturing industry, water pumps are an important part of promoting the optimization and upgrading of the manufacturing industry and realizing the strategy of manufacturing a strong country. Water pumps play an important role in China's agricultural irrigation, industrial production, urban and infrastructure construction. With the rapid development of China's rural economy and the improvement of agricultural mechanization, the demand for irrigation water and drainage for agricultural production in China has also continued to grow rapidly. In industrial production such as mining, petroleum, and chemicals, water pumps are also extremely dependent on their water supply and drainage capabilities. The municipal and infrastructure fields also require a large number of automatic water supply and drainage equipment, condensate water pumps, circulating water pumps and other products to meet the water and drainage needs of urban residents. In addition, water pump products also play a positive role in strengthening the protection and restoration of water source conservation areas, increasing the protection of key rivers and lakes, and adjusting regional water resource allocation and other ecological environment management. These have brought good opportunities for the development of the water pump market. Inner Mongolia Mengwu Pump Industry Co., Ltd. has a development history of more than 60 years. It is a national key manufacturer of submersible electric pumps and an important production base for various pump products and water supply equipment in the northwest region. The company's Mengwu brand water pump products have a production history of more than 40 years. Since 2000, it has won many honors such as Inner Mongolia Science and Technology Progress Award, Inner Mongolia Famous Trademark, Inner Mongolia Famous Brand Products, and National Key New Products. The company has a number of national patents and is a national diving An advanced enterprise in the electric pump industry. However, in the context of the booming development of the water pump industry, Mengwu brand water pumps are faced with problems such as low product profits and low-price competition in the industry. This has seriously affected the Mengwu brand water pump's marketing goals of expanding market share and consolidating its dominant position. This article focuses on the analysis of the internal and external marketing environment faced by Mengwu brand water pumps, combined with the advantages and disadvantages of Mengwu brand water pumps in the industry, and based on the marketing problems of Mengwu brand water pumps, guided by strategic marketing theory, accurately selects targets Market and market positioning, and from the perspective of marketing mix strategy, formulate effective marketing strategies and implement safeguard measures to help companies discover new customers, retain old customers, increase sales profits, and then increase the market for Mengwu brand water pump products Competitiveness. At the same time, since water pumps are general industrial products, we hope that the results of this research will also have certain reference significance for the marketing practices of industrial product companies in China. Key Words: Mengwu water pump, Marketing strategy, Industrial product marketing
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